Topics: Inbound Marketing
Not only can it generate leads but its analytics function will give insights that can help you nurture these potential customers down the sales funnel on a buyer journey to becoming real customers.
Web analytics allow you to plunder a wealth of behind-the-scenes data that reveals so much more than who, when and how many people are visiting your website.
These behavioural insights can be used to tailor your digital marketing activities to convert more leads into customers.
This process is called inbound marketing and it will transform how you do business online
Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them.
“It's the foundation for the idea that it's not enough to just attract people to your website; you have to continue to help, support, and empower them well after they become a customer—in a process called Attract— Engage—Delight.
There is so much information at your fingertips. Here’s a small sample of what there is and what it will do for you.
Show how visitors use your site and the opportunities you may have missed.
Data reveal:
—Your most and least popular pages
—How are visitors are navigating your site—a page-by-page/link-by-link journey
—The page they where they leave your site
—How many visitors ‘bounce’ – visit then vamoose pronto
—How many unique and return visitors visit your site
—How long is spent on each page
—Their search terms—the words and phrases they use to find your site and to move around once on it
—Where they come from—by country and region
—Which platform is being used—desktop system/mobile/tablet, etc. This will flag up whether you need to optimise your site to cater for all devices.
Which marketing activity is performing best and delivering optimum Return on Investment (ROI).
Data reveal:
—A detailed overview of where your web traffic originates which can be linked through to sales conversions
—Your ROI for varied marketing activities
—Your best content—driving the most click-throughs or keeping visitor attention the longest
—Content which is under-performing—largely unvisited or not visited for very long
Tools such as Google Analytics will detect trends and showcase what’s working and what isn’t.
Dig deeper and IP tracking will reveal even more, allowing you to track and discover useful information about who’s visiting your site, especially if they are a B2B with a company IP address.
If your visitors download gated content, or submit their contact details through any other form of data capture, this will help you understand them better and the sales journey that has led them to you—from the pages they have visited to becoming leads and potential for conversion.
In a nutshell, built-in, intelligent analytics will optimise your sales process, from nurturing your leads, to qualifying and handing over to your sales team.
Gone are the days of marketing to a huge, random audience of anonymous web visitors.
Comprehensive web insights deliver real-time information about what’s working right now, so you can customise campaigns to your visitors’ needs. in turn, this will help you beef-up your drive for quality leads.
Once you have identified your path for content success you can focus on what works.
Website analytics reveal conversion potential. By continually analysing your web traffic, you can be proactive with the information and streamline and empower your buyer journey.
Record your website activity. This will help you monitor cause and effect which will open up the road to maximum ROI.
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